“…Discrete Choice Experiment attributes.We included mussel's format because it is the rst visible attribute that consumers face when they want to purchase mussels. Different formats are available in the market, such as fresh, frozen, ice-packed, vacuum-packed, pre-cooked, or even some niche varieties with oil, tomato, garlic, hot sauce, among others(Ponce et al, 2019;San Martin et al, 2020). However, we chose fresh, frozen, and canned mussels since they are the main varieties available in the market, and the literature has shown their relevance for consumers(Ponce et al, 2022).…”